The branding and design of TOKYU HOTELS' lifestyle hotel brand "STREAM HOTEL"
Winner of the internationally prestigious "iF Design Award 2025"

TOKYU HOTELS & RESORTS CO., LTD. (Shibuya-ku, Tokyo; President and CEO: Jun Murai; hereinafter referred to as "the Company") is pleased to announce that the branding and visual identity (VI) created in collaboration with Nadia Inc. (Shinjuku-ku, Tokyo; Representative Director and CEO: Satoru Yumiba; hereinafter referred to as "Nadia") for "STREAM HOTEL," a lifestyle hotel brand with locations in Shibuya and Sapporo, has won the internationally prestigious German design award, the iF Design Award 2025.

The iF Design Award is an award given to outstanding industrial products and other items under the auspices of iF International Forum Design, a Germany-based organization founded in 1953. It is now recognized internationally as one of the most prestigious awards, and for the iF Design Award 2025, over 11,000 entries were submitted from 66 countries and regions around the world, with 131 design experts conducting a rigorous screening process.

"STREAM HOTEL" has been highly praised for not only creating an attractive brand experience for guests, but also for fostering employee engagement with the brand, by widely using VI in the hotel's decorations, facilities, merchandise, advertising, credo, etc., leading to the award being given just one year after the brand's launch.
Following on from winning the "2024 Good Design Award" last year, and now receiving the "iF Design Award 2025," we will continue to promote the brand that "STREAM HOTEL" embodies to many tourists not only in Japan but also overseas.

Our lifestyle hotel brand, which launched in January 2024 with two locations in Shibuya and Sapporo, offers new local attractions and diverse travel experiences. The new brand launch project in collaboration with Nadia began by unraveling the brand concept of "DEEP COMMUNITY" into the brand message "Inspirational Local - A local that will make you see it differently, a local that will make your dreams come true." We aimed to create an inspirational brand that organically links the hotel and the local area while encouraging travelers to explore undiscovered attractions.

The unique design that symbolizes the "STREAM HOTEL" is based on a flowing (=stream) line motif inspired by the traditional Japanese pattern "flowing water pattern," and is layered with colorful motifs that abstractly represent famous spots and local specialties in the area where the hotel is located. As hotel goods and items, they add color to the memories of your trip, and also serve as conversation starters between guests and hotel staff. In addition, witty copy is designed for the amenities, and mechanisms are created that allow guests to unexpectedly encounter nearby spots and shops, creating a connection between the hotel, guests, and the local area.

TOKYU HOTELS & Resorts will continue to capture increasingly diverse values in the future, developing and operating a wide range of hotel brands in each region, and promoting the joy of travel and the charms of each unique region.

In addition to the "TOKYU BRAND HOTELS" that include THE CAPITOL HOTEL TOKYU, TOKYU HOTEL, TOKYU RESORT HOTELS, EXCEL HOTEL TOKYU, and Tokyu REI Hotel, the company operates "DISTINCTIVE SELECTION," which is made up of hotels with unique personalities such as BELLUSTAR TOKYO and STREAM HOTEL, "Hotel Condominium" STORYLINE, and "MEMBERSHIP-TYPE RESORT "TOKYU VACATIONS nationwide (61 locations in Japan, 6 other locations in Japan, and 3 "PARTNER HOTELS" overseas).